Exam 9: Media-Type Selection and the Reach Pattern

The reach pattern controls the degree and timing of individual continuity of the messages in the marcoms campaign.

Small-audience local retail advertisers require a medium that can deliver store-brand recall as a communication objective.

The Internet and magazines are not appropriate for brand recall or low-involvement/transformational brand attitude campaigns.

The duration of advertising cycle is determined by the time needed to get enough insertions into the media vehicles selected so as to attain the desired amount of reach at the minimum effective frequency level (effective reach).

The Awareness Reach Pattern applies to consumer and industrial products and services that have both a long purchase cycle and a short decision time.

The Shifting Reach Pattern is quite easy to implement because you simply concentrate your advertising on one or two particular media vehicles for one advertising cycle, then change to another non-overlapping small set of vehicles for the next advertising cycle, and so forth.

Roberts' data suggest that the 1 day per 28 days advertising cycle is appropriate for an established FMCG brand-item.

The primary medium has only to deliver brand awareness and brand attitude.

The primary medium has only to deliver brand awareness and brand attitude.

Point-of-decision (P-O-D) media are secondary media and cannot be used as primary media.

The Blitz Pattern is both effective and inexpensive for new product launches.

There are two ways to select P-O-D media when the campaign's purpose is to stimulate immediate purchase.

The rationale behind imagery transfer is that the two exposures across media count almost as three exposures because of the recall of the first during the second.

Secondary media are usually chosen to boost a particular communication effect if that effect is an objective of the campaign.

Double-duty ads are called "double duty" because they aim to achieve brand awareness and brand attitude.

Prime-time TV advertising is the best option for advertisers selling high-involvement/informational products or services.

Packaging and signage should not be used as a secondary medium.

The "media balloon" represents just the trade-off between reach and frequency.

Pre-season advertising is not worth using because very few consumers have the category need at that time.

The Wedge Pattern occurs for the typical target audience individual as a succession of advertising cycles whereby each cycle has the same reach but successively declining frequency.